The Chinese handset maker launched a new smartphone that not only runs on the Android operating system, but also comes pre-loaded with Google’s software that determines the look and feel of the phone’s user interface.

The Blade Vec 4G smartphone, unveiled Thursday in Hong Kong, represents a different tact from the past. Most smartphone makers build their own user interfaces on top of Android and add extra apps and features that they think will make their phones more unique. By building the software that governs the phone’s home screen, handset makers could gather more data and possibly find ways to make money by selling services to users through their software. ZTE has been using its own user interface called MiFlavor in its Android phones.

But the Blade Vec 4G’s default user interface is the Google Now Launcher software, not ZTE’s MiFlavor. Easier access to search, Gmail, maps and other Google services could make the new phone more attractive to some Android users – given that handset makers tend to add too many of their own features on top of Android.

“Some consumers may prefer Google Now Launcher,” said Zeng Xuezhong, ZTE’s head of mobile device business, in an interview Thursday. “We are trying to give users more options.”

ZTE needs new steps to attract a wider range of users, both in China and abroad. In China, the world’s largest smartphone market, ZTE’s market share fell to 5% in the first quarter from 8% a year earlier, making it the No. 8 handset vendor in the country, according to research firm Canalys. ZTE faces tougher competition from other Chinese companies such as Xiaomi, a fast-growing smartphone startup whose market share jumped to 11% in the first quarter from only 3% a year earlier.

“Our products are good, but our marketing hasn’t been as excellent as Xiaomi’s” Zeng said.

ZTE said it sold more than 40 million smartphones last year, and aims to sell 60 million this year. Of that target, ZTE expects to sell 20 million units in China, and another 20 million in the U.S., where it sells low-cost smartphones through the country’s major telecom operators.

Smartphones that rely more heavily on Google’s software could make ZTE’s product offerings more attractive abroad. Still, using Google Now Launcher also limits ZTE’s ability to deliver its own apps and services and gather data on users.

For some handset makers, having control over the additional layer of software on top of Android is crucial to their success. Xiaomi, for example, uses its own user interface software called MIUI and sells mobile apps, movies and other services through that software.

“We are not giving up our own user interface software,” said Zeng. He said that ZTE, like Xiaomi, also wants to make money with services offered through MiFlavor.

ZTE may release more smartphones that come pre-loaded with Google Now Launcher, but the majority of ZTE phones will likely continue to use MiFlavor, he said.

“If all the consumers only choose the phones that come with Google Now Launcher, that means we have failed. But I’m confident that that won’t happen,” Zeng said.